HP Canada’s first media strategy for its new portable photo printer focused on digital media to reach millennials, but that’s changed now that older Canadians have been added to the target market.

A new TV ad – HP Canada’s first – for its recently released Sprocket photo printer (which enables users to print from their mobile device) targets a consumer group the company is calling “practical adopters,” a demographic consisting mainly of baby boomers.

The company is primarily a print-and-online media buyer. But it realized that this strategy resulted in low product awareness among baby boomers, according to Rafael Ruffolo, HP Canada’s communications lead.

By placing its “Reinvent Memories” ad on TV, the computer products company is hoping to reach those older Canadians who are more receptive to TV ads, Ruffolo said.

So far, Canada is the only market in which HP is running TV creative for the Sprocket.

The 30-second ad, developed by video production agency Skin and Bones, will air on more than a dozen networks across the country, including TSN, SportsNet, E!, Bravo, Food Network, HGTV, and Family. The ad debuted Monday and will run until the end of the year.